But with the rise of mobile – and with that the rise of the app-economy – Issuu seemed doomed to slowly just go away – chained to desktop-laptop and seemingly with no prospects ever finding it’s way onto peoples mobile devices.

This simplicity – just export Your InDesign file of your magazine to a pdf and upload – enabled almost every major publication to make their content available on Issuu – all this happened a year – or three – before media companies gained the know-how and started to develop apps for that.

That’s why it’s really exciting to tell You that Issuu is finally available on both iOS and Android

– it’s still not an app, (You still read the magazines via a browser and You have none of the mobile apps interactivity and gesture based inteface) – it’s just that the Issuu reader has been designed to work on all devices.

So all of a sudden the self publishing landscape has gotten really interesting. We have Issuu – with it’s simplicity – squaring off against Adobe Publishing Suite, Mag+ and others.

In a bit of a meta-ish discussion about publishing and the web 2.0 (remember?) I’d like to point out that this is again a confirmation of how everyone is doing everything and that You have to think like a publisher

“Publishing is not evolving. Publishing is going away. Because the word “publishing” means a cadre of professionals who are taking on the incredible difficulty and complexity and expense of making something public. That’s not a job anymore. That’s a button. There’s a button that says “publish,” and when you press it, it’s done.”

Hello and welcome to 11HORSES and “the viral issue”. I have long had an interest in how ideas, gestures and “memes” get transmitted throughout our societies, changing, evolving and sometimes mutating into something new, getting passed on from generation to generation. Why is it that You will see soft, cuddly animals strapped to the front of big heavy trucks, driven by big, heavy men all over (at least) the western world ? Or what does the sight of a pair of sneakers, laces tied together, thrown over a phone wire mean, and why is it that kids all over will continue throwing them? We recently celebrated the 200 year anniversary of scientific giant Charles Darwin. His brilliant theory of natural selection continues to amaze and inspire us with it’s simplicity and elegance. In this issue we’re trying to illustrate and reflect on all of these phenomena with the help of some extraordinary talent.